Master in Digital Marketing and Social Media


Program Description

An innovative Business School concept

At IEBS we take a step forward compared to the traditional business school model:

  • The traditional learning model is rigid and not very flexible because it is based on the standardized and unchanging industrial society model.
  • The IEBS learning model is modern, flexible and adaptive because it is designed to respond to today's world and constant change.
  • We propose a learning that integrates technology and innovation as part of the subject matter, always offering the most current knowledge.
  • We think of a 2.0 learning model that gives priority to the ability to “learn to learn”, developing the skills necessary to successfully face today's challenges.
  • We integrate traditional models as the case method, with the most current learning currents, thanks to web 2.0.

After all, a book no longer guarantees us that we will learn everything we need to know in life.

At IEBS , the student is prepared to become a leading professional, capable of innovating, undertaking and providing value to their companies, in a changing environment, through a new way of doing business.

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International character

IEBS born in innovation and entrepreneurship in Spain by the hand of Seedrocket, the first startup accelerator in Spain that has Google as one of its main partners. Its main headquarters are located in Madrid and Barcelona, two of the most important cities in the European and global landscape of innovation and entrepreneurship, sources of innovation and trends that allow IEBS bring the most innovative talent and knowledge to all its students . IEBS has its headquarters in Latin America, on the banks of the Río de la Plata, in Montevideo from where it connects the innovative culture, talent and the most innovative knowledge with all the countries of Latin America.


Social networks and the Internet have become fundamental for companies when it comes to promoting their products or services and having visibility for their potential audience. Currently if you are not in the network you do not exist.

That is why, businesses require professionals specializing in M arketing Digital, able to plan and manage campaigns adapted to this new format, social networks, thus, increase brand visibility and increase sales, but also guarantee the loyalty and acquisition of new customers.

With the Master in Digital Marketing and Social Media you will learn techniques and tools to carry out a successful digital marketing campaign in social networks, where competitiveness is currently very high.

At the end of the Master in Digital Marketing and Social Media you will be perfectly able to:

  • Apply appropriate digital marketing strategies to social networks.
  • Make the most of social networks as a promotion and sales channel for a brand.
  • Use Digital Marketing as a competitive advantage to carry out appropriate marketing campaigns for the different market sectors.
  • Plan and manage a marketing campaign adapted exclusively for social networks .

Curriculum: Master in Marketing and Social Media

Module 1. Introduction to digital marketing

  • Introduction to digital marketing, search engines, PULL and PUSH
  • Marketing strategies of digital, the buyer person and the AIDAS
  • Internet business models and their strategic peculiarities
  • Practical Case

Module 2. Blog

  • Installation and creation of a blog. Starting from scratch
  • Web design and usability. Your role in business strategy and social media
  • Creative copywriting, learn to write persuasive texts
  • Practical Case

Module 3. SEO

  • SEO Introduction and strategy (Kw Research Structures)
  • Internal and technical SEO
  • External SEO and linkbuilding
  • Practical Case

Module 4. Social Media Tools

  • Content Management Tools
  • Social network monitoring tools
  • Social media automation tools
  • Practical Case

Module 5. PPC / SEM and the Search Network

  • Introduction to SEM
  • Strategy and structure in search network
  • Optimization of the SEM in the search network
  • Practical Case

Module 6. Content Curation

  • Content curation Definition and professional profile
  • Phases of content healing
  • Tools for the content curator
  • Practical Case

Module 7. PPC / SEM Display, Programming and Remarketing

  • Display advertising PPC / SEM
  • Programmatic advertising and social ads
  • Other functions: Remarketing, Video, Shopping, ...
  • Practical Case

Module 8. Monitoring and Profitability

  • Online reputation management
  • Social media metrics and dashboards
  • Profitability and ROI
  • Practical Case

Module 9. Social Media Strategy

  • Introduction to Social Media
  • How to create a Social Media Plan and practical applications
  • Social Ads: Facebook, Instagram, Twitter and other social networks
  • Practical Case

Module 10. Analytics

  • Introduction to web analytics: Google Analytics
  • Panels of analytical management in RRSS: Facebook, Instagram, Twitter, YouTube and LinkedIn
  • Configuration of dashboards, auditing and analytical reporting
  • Practical Case

Module 11. Inbound Marketing

  • Inbound marketing: Marketing Advertising. The art of attracting customers
  • Content Marketing Content plan for Inbound
  • Attraction Marketing and Automation
  • Practical Case

Module 12. Search engines

  • Introduction to search marketing
  • SEO On Page
  • SEO Off Page
  • Practical Case

Module 13. Email marketing and CRM

  • Legislation and recruitment of Leads
  • Campaign Creation
  • Email marketing that converts
  • Practical Case

Module 14. Social Ads

  • Facebook and Instagram Ads
  • Twitter Ads
  • LinkedIn Ads
  • Practical Case

Module 15. Partnering and affiliation channels

  • Introduction to partnering and affiliation
  • Strategies and types of partnering and affiliation
  • Launching and monitoring partnering
  • Practical Case

Module 16. Social Media Hacking

  • I D. Research and development in Social Media
  • Introduction to Growth Hacking
  • SEO Growth Hacks
  • Practical Case

Module 17. Final Project

  • Tutorials and delivery of the Final Project
  • Final Project Corrections

Admission requirements

If you have a university degree, are in the last year of study or have relevant professional experience in the area of study, you can apply for admission to this program.

  • With a university degree: It will be necessary to present the degree and the academic record. In the case of being in the last year, only the academic record will be presented.
  • Without a university degree: Having previous professional experience is not an indispensable requirement, however accredited professional experience is a very important element in the selection process. In the case of not having a university degree, it can be validated with demonstrable professional experience. The years of experience required will vary depending on the relevance of it.
Last updated Mar 2020

About the School

IEBS, the School of Business Innovation and Entrepreneurship, born during the world crisis with the aim of providing a real alternative to traditional teaching model alternative.

IEBS, the School of Business Innovation and Entrepreneurship, born during the world crisis with the aim of providing a real alternative to traditional teaching model alternative. Read less